Effects of Social Responsibility Practices on the Brand Image, Brand Awareness, and Brand Loyalty of Sponsor Businesses: A Study on Sports Clubs

Abstract

The aim of this study is to examine the effects of social responsibility practices carried out with the cooperation of businesses and sports clubs on brand image, brand awareness, and brand loyalty, and the mediating role of the sports club's image in this effect. The questionnaire method was used as a data collection tool for this research. The fans of sponsored sports clubs were asked questions through this form. The research population consists of supporters of four active, business-sponsored sports clubs from among the 16 teams of the Turkish Basketball Super League, operating in the food sector. The research sample was chosen using a stratified sampling method and consists of 1,865 questionnaires that were applied. The survey was collected using the face-to-face technique. The findings can assist in planning effective social responsibility projects, by offering ideas and guidance to those businesses and sports clubs trying to improve the perception of their brand image, comparing the study results with those of previous studies in this field and testing them, and suggesting research opportunities for future studies.